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Tag: Racold

  • Racold leverages misspelled words to boost geyser sales on Amazon

    Racold leverages misspelled words to boost geyser sales on Amazon

    MUMBAI: WATConsult, the digital and social media agency from Dentsu Aegis Network, has launched a unique campaign for Racold water heaters from the house of Ariston Thermo leveraging Amazon Marketing Service.

    Amazon houses all types of audiences including a huge pie of non-English speaking customers coming predominantly from Tier 2 & 3 towns of India. While water heater sales on Amazon were very high during the winter season and every brand was doing standard business, there was a huge miss on the fact that there are a set of customers struggling to find the right product.

    It was observed that customers, especially from tier 2 & 3 towns, speak in a certain local dialect and thus their literal pronunciations of English words sound different. As a result, customers also type as they speak which often leads to spelling mistakes.

    Tapping into the same, the Ecommencify (Agency’s E-Commerce vertical) team created a unique campaign using wrongly spelled keywords; like the word ‘Geyser’ which was often misspelled into multiple variations like ‘Gijar’, ‘Geezar’, 'Geezara" etc. More than 526 misspelled keywords were used to fulfil this additional demand of greater than 3.5 million searches over a quarter. This resulted in a return on the actual spend of 16X and it did not stop just there; the team inserted these keywords into each and every product listing on Amazon (through catalog keywords insertion activity) ensuring long term benefits for Racold.

    Ariston Thermo India Pvt Ltd VP – marketing Prashant Dhar said, "Racold is a brand synonymous with breakthrough innovation and we never stop listening to our customers whether it is in terms of product innovation or their needs/demands. WATConsult provided a highly insightful and in-depth understanding of consumer behaviour on E-Commerce platforms enabling the brand to touch newer heights and witness great success."

    WATConsult founder and CEO Rajiv Dingra said, "Ecommencify team analysed and understood the behavioural patterns of consumers while searching a product online. Considering the fact that our country has diverse languages and every language has a different dialect, we figured that people, many times, type as they speak which results in miss-spelling. We used this simple insight and leveraged 'Amazon Search Ads' to drive whopping sales for our brand."

  • Racold launches #ShowerDecision campaign

    Racold launches #ShowerDecision campaign

    MUMBAI: Water heating solutions provider Racold has launched a new integrated marketing campaign called #ShowerDecision. The campaign aims to celebrate this moment of ‘decision making’ and urges the consumers to share them on Racold website or their social media handles via photos and videos along with the hashtag.

    People who will share inspiring stories will win a swanky washroom makeover by Racold. Additionally, there are other exciting prizes like Paytm wallet cash and Amazon coupons worth Rs 500 for the daily winners.

    The integrated marketing campaign has been launched on television, radio and digital platforms, including YouTube, Facebook, Twitter, and LinkedIn. A TVC has also been released supported by three digital film showcases that seed the thought of shower decisions through the testimonials of a writer, a homemaker turned graduate and an entrepreneur. The campaign will be further amplified through point of sale materials leading to category education, enabling consumers to arrive at a decision of which water heater to buy and driving participation

    Commenting on campaign strategy, Ariston Thermo India managing director Ramnath V said, “The new campaign emphasises on the transformative quality of hot shower from Racold in clearing their mind and enabling to take shower decisions. It resonates with the brand pay off of reborn every day with hot water that Racold offers through its wide range of state of the art water heaters. As leader, we wanted to strike relevance with our TG at an emotive level, engrained in the core benefit. We wanted to get away from a feature based me-too communication and wanted to converse rather than communicate with our consumers. We want our consumers to play a role in defining our brand.”

    Vice president, marketing Prashant Dhar further elaborated, “We are going all out to amplify this unique campaign across all mediums to let people engage with us with their shower decisions. It’s a high decibel 360-degree campaign with TV burst in select markets, PAN India digital campaign, radio and point of sale activation.”